Michelob Guy, Michelob ULTRA

Situation: When you watch the world through a phone, you lose the joy of living in the moment. That’s why when we saw a photo of someone holding a Michelob ULTRA during Tiger Wood’s swing at the PGA in a sea of phones going viral, we knew we had to jump on the opportunity. 

Challenge: How do 1) find this man and 2) celebrate the joy that he embodies?

Approach: We created a search looking for “Michelob Guy” and when we found him, we created a video that showed how he aligned to the ethos of “it’s only worth it if you enjoy it.” We made a video, custom merch, and sent him a ton of ULTRA - all which drove organic PR engagements with $0 media spend, 250M PR Impressions, and 25K social mentions in just 2 days.

Shorty Award, Winner in Organic Promotion, Instagram 

Clio Grand, Multi-Platform / Social Media

Shorty Award, Finalist in Earned Media, Twitter

D&AD, Wood Pencil / Digital / Tactical / 2023